The pop-up venue, called BA2012, will debut on Shoreditch High Street in April. Visitors can try BA's new 'Olympics-inspired menu' created by Michelin-star chef Simon Hulstone, and likely to be a darn site better than the bland, processed crap most people would associate with in-flight dining.

As well as a three-course meal, visitors will also get to see the work of two talented artists commissioned by BA as part of the Great Britons initiative — a short film by Prasanna Purwanarajah (mentored by Richard E Grant), and artwork by Pascal Anson (with tips from Tracey Emin).

So, yes, it's basically one big PR exercise for the flag carrier airline, but done with some imagination.